Developing Digital Narratives in Marketing Communication - Softcover

Über die Autorinnen und Autoren

Recep Yılmaz , Ph.D., is a Professor and Head of the Department of Public Relations and Publicity at Ondokuz Mayıs University, Türkiye. His research focuses on Narrative Theory, Advertising, marketing communication, and theoretical approaches to media and communication studies. His work explores the intersection of narrative structures, persuasion, digital transformation, and emerging communication technologies. Dr. Yılmaz is the author and editor of fifteen scholarly books, several of which are indexed in Web of Science and Scopus. His recent volumes include Developing Digital Narratives in Marketing Communication and AI, Virtualization, and the Future of Marketing, along with earlier works such as Handbook of Research on Effective Advertising Strategies in the Social Media Age. He has also edited and contributed to major reference works, including Narrative Advertising Models and Conceptualization in the Social Media Age, and Handbook of Research on Narrative Interactions. In addition to his books, he has published extensively in peer-reviewed journals, international conference proceedings, and edited volumes, contributing to ongoing debates on narrative mediation, digital storytelling, and AI-driven communication. Alongside his academic scholarship, Dr. Yılmaz is also a fiction writer. His philosophical horror novella Çerçici reflects his sustained engagement with narrative not only as a theoretical construct but also as a creative practice.

Betül Başer is a Research Assistant at Ondokuz Mayıs University, Department of Public Relations and Publicity. She graduated from Cumhuriyet University, Faculty of Communication, Department of Public Relations and Publicity in 2017. In the same year, she started her master's degree at Marmara University Institute of Social Sciences, Department of Public Relations and Publicity with the title “The role of social media phenomena on purchasing decision of Z generation consumers: The example of youtubers in 2020. In the same year, she started her doctorate education at Istanbul University Institute of Social Sciences, Department of Public Relations and Publicity and she is still continuing her doctorate education. Fields of study: Public relations, new media, digital games and consumer behavior.